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  • Writer's pictureReza Hassanzadeh

Maximize LTV in Mobile Gaming: The Power of Micro-Influencer Marketing

Updated: Feb 13, 2023

Ready for a coffee break and some insider tips on how to improve your LTV? Let’s dive into the surprising connection between micro-influencers and mobile gaming success.

Investing in the mobile gaming industry is a challenging task for investors due to the ever-increasing competition and high cost per install (CPI). As the battle of CPI in the mobile game industry continues to escalate, acquiring users through traditional methods such as paid advertising can become expensive, making it difficult to reach desired return on investment (ROI) goals. But, with the right marketing strategy, it’s possible to overcome these challenges and achieve success. Also, with the rise of CPI rates, it has become increasingly difficult to acquire new users and improve the high lifetime value (LTV) of your game.

One proven strategy for reducing CPI and increasing organic user acquisition is through the use of micro-influencer marketing. Social media has become an incredibly powerful tool for reaching target audiences and influencer marketing is one way to take advantage of this. This approach is especially effective during the soft launch or early stages of the game’s launch, allowing you to maximize LTV with the lowest possible cost.

At Joyixir for our word game Kalamatic, we experienced firsthand the impact of micro-influencer marketing on our casual word game. Our goal was to reduce our CPI from $1.50 to just a few cents and we were able to do so through the use of influencer marketing.

Due to a lack of funding and the absence of regular ad networks such as Facebook and Google in our country (Iran), we had a difficult time with user acquisition and UA was extremely expensive for us. We initially tried reaching out to influencers on Instagram but found that they were unwilling to promote our game without compensation. This is when we decided to try working with micro-influencers, who are more affordable and often more engaged with their followers.

Our approach was as follows:

  1. We created a list of micro-influencers who fit our target audience demographic.

  2. We provided them with a unique, trackable link.

  3. We made them an offer to play our game, make a screenshot of a level they were stuck on, and ask their followers for help. In exchange, we offered to pay them for their efforts.

Example list for influencer list

The results were outstanding. Within just two months, we acquired over 200,000 high-quality users at a minimal cost. Not only did our conversion rate improve with these micro-influencers, but their engagement also exceeded our expectations. Some even continued to promote our game for several days after their initial promotion. This approach not only reduced our CPI but also increased organic user acquisition as users learned how to share levels with their friends and ask for help.

Kalamatic new users chart
Kalamatic New Users

So, how can you use micro-influencer marketing to increase your user acquisition? Here’s a step-by-step guide:

  1. Create a detailed persona for your target audience.

  2. Identify micro-influencers who have a following that aligns with your persona and list them.

  3. Implement trackers and analytics tools to monitor your influencer campaigns.

  4. Find a nice scenario that you can use on social media with a call to action. For example in puzzle games, ask influencers to take a screenshot from a level and ask their followers for help.

  5. Continuously track and optimize your list of influencers and marketing scenarios based on data.

With the rise of content creators on platforms like TikTok and Instagram, why not create content for your game and share it with their followers?

In conclusion, micro-influencer marketing can be a powerful tool for maximizing organic user acquisition in mobile gaming. With the right approach, you can reduce your CPI and reach a high-quality audience at a fraction of the cost. Don’t miss out on the opportunity to leverage the power of social media and influencers to promote your game.

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